Brand Marketing & Communications Leader

David Reyes-Guerra

BRAND MARKETING, SALES & COMMUNICATIONS LEADER

“Building Brands/Enabling Sales/Driving Revenue Growth”

Strategic, highly collaborative business executive who activates the discipline of brand marketing across the enterprise to drive revenue growth. This proven approach adds value by aligning organizations with the needs of clients and prospects, engaging employees and stakeholders, creating interest and demand, and igniting customer satisfaction and loyalty. Versatile leader who’s guided diverse organizations including New Country Toyota of Westport, Bruce Bennett Nissan, the American Marketing Association, The Conference Board, Ernst & Young and XEROX to deliver unique value propositions consistently, effectively and profitably worldwide. Bi-lingual (English/Spanish) with a global perspective.

Brand Positioning

Advertising Management

PR & Media Relations

Brand Identity & Management

Collateral Development

Channel & Event Marketing

Business Development

Intellectual Property Management

In/Outbound Digital Marketing

Product/Service Naming

Strategic Planning

Social Media Marketing

BRAND STRATEGY & MANAGEMENT

Revitalized global brand presence (including redesigned website), introduced new digital products and drove revenue growth in membership and events for The Conference Board, a 100-year-old, $50M, 501C3 non-profit business membership & research association.

Repositioned Ernst & Young with a new global value proposition, which in turn drove and continues to drive the development and implementation of all activities across the firm.

Recontextualized XEROX as The Document Company to shed its copier-only image and compete in new office productivity markets created by the dramatic shift from analog to digital products/services/solutions.

Developed new brand identity for XEROX with new advertising campaign featuring the red “digital X” logo.

Reworked business positioning, brand and business development, and marketing communications to spur revenue growth for Westport Toyota, Bruce Bennett Nissan and the American Marketing Association’s Fairfield County Chapter.

MARKETING & COMMUNICATIONS

Restructured PR team and developed strategic media relations program for The Conference Board to increase brand recognition globally; Consumer Confidence Index® citations rose by 8X over nearest competitor.

Redesigned e-mail and direct-mail promotions for The Conference Board to boost event revenues from $4.4M to $6.3M with marketing ROIs rising from 122% to 446%. Developed crisis communications plan.

Leveraged brand marketing & communications with global, national and area leaders to help Ernst & Young become employer-of-choice in professional services; ranked #23 on Fortune’s “100 Best Places to Work For.”

DIGITAL/SOCIAL MEDIA & SALES ENABLEMENT/BUSINESS DEVELOPMENT

Deployed a fully integrated social media campaign for The Conference Board. Extended Twitter followers by 135%, LinkedIn 94%, Facebook "Likes" 80% and YouTube subscribers 900%. Company website traffic from Facebook rose 164%, Twitter 200% and LinkedIn 70%. Launched social media policy for all employees.

Developed a digital repository with over 500+ sales/marketing pieces to provide consistent, globally relevant messaging to previously disparate product, service and membership promotions, achieving $1.5M in savings.

REVENUE GENERATION

Redesigned e-mail promotions and new digital products boosted membership revenues at The Conference Board by 15% from 2010 to 2012; event revenues rose from $4.4M to $6.3M with ROIs from 122% to 446%.

Repositioning at EY led to a revenue increase from $16B to $22B; non-audit service revenues increased 30%.

XEROX revenues rose from $15B to $16.6B the year after launch of new brand identity and ad campaign.

SALES & MARKETING CONSULTANT AND CHAPTER PRESIDENT 2013 – Present

Provide sales strategy and execution, business positioning, marketing and communications expertise for New Country Toyota of Westport, Bruce Bennett Nissan, and the American Marketing Association — Fairfield County Chapter. New Alignable.com website for New Country Toyota of Westport increased brand awareness and referrals; preferred pricing program for Nissan grew B2B sales; and programming and partnership strategies for AMA resulted in 10-year records for event attendance and net revenues.

THE CONFERENCE BOARD 2008 – 2013

Chief Marketing Officer

Established team of 30. Revitalized global brand, redesigned website and drove growth for $50M non-profit business membership and research association. Led double-digit operating margin growth over the last three years.

Re-allocated resources/redesigned promotions/developed new digital products to boost membership revenues by 15% from 2010 to 2012; event revenues rose from $4.4M to $6.3M with ROIs from 122% to 446%.

Restructured PR team/developed strategic media relations program with partners MSNBC and Bloomberg to increase exposures and brand recognition globally; Consumer Confidence Index® citations rose by 8X globally over nearest competitor. Developed crisis communications plan as part of business continuity strategy.

Deployed a fully integrated social media campaign to extended Twitter followers by 135%, LinkedIn 94%, Facebook "Likes" 80% and YouTube subscribers 900%. Company website traffic from Facebook rose by 164%, Twitter by 200% and LinkedIn by 70%. Switched e-mail and CRM systems to improve results/productivity.

Developed a digital repository with over 500+ sales/marketing pieces to provide consistent, globally relevant messaging to previously disparate product, service and membership promotions, achieving $1.5M in savings.

ERNST & YOUNG LLP, 1999 – 2008

Director, Brand Strategy & Thought Leadership

Leveraged brand marketing and communications to help firm become employer-of-choice in professional services. Provided ongoing strategic counsel to global, national and area leaders on market positioning, brand development and integrated communications. Led 15-person staff; developed The Branding Zone, an award-winning intranet.

Repositioned the firm with a new value proposition (Achieving Potential) and refreshed brand identity (The Productivity Beam).

Revenues rose from $16B to $22B. Non-audit service revenues increased by 30%.

Collaborated with HR leadership to tackle productivity and recruitment issues. Rose from #94 to #23 on Fortune’s Top 100 Best Places to Work For list; improved employee retention by 30%.

Reduced product marketing expenses by $3.5M with a centralized product/service naming process.

XEROX CORPORATION, Stamford, CT 1993 – 1999

Manager, Global Brand Identity & Product/Service Naming

Developed/implemented new worldwide corporate identity program. Re-engineered product naming process with Chief Trademark Counsel. Youngest member of three-person repositioning team reporting to CEO Paul Allaire.

Recontextualized XEROX as The Document Company to shed its copier-only image and compete in new office productivity markets created by the dramatic shift from analog to digital products/services/solutions.

Developed new brand identity including first-ever logo, the “digital X;” launched new advertising campaign.

Revenues rose from $15B to $16.6B the year after launch.

EDUCATION

BA, English Literature, Beloit College

Journalism & The Law Studies, New York University

MBA Executives Program, Indiana University Business School

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